IP: Ensuring brand protection and expansion with affinity branding

Affinity marketing can connect customers to a brand on an emotional level

This is the fifth of a six-part series exploring how companies can grow the value in their brands by leveraging and protecting their intellectual property. Read parts one, two, three and four.

Today's article discusses affinity branding arrangements. Like co-branding, covered in the last article, affinity branding involves an agreement between two businesses to share in the branding of a product or service. Unlike co-branding, affinity branding typically involves an organization that adds value to its existing members or donors by offering products and services at special member rates.

Contributing Author

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Monica Riva Talley

Monica Talley is a director in the trademark practice at intellectual property specialty law firm Sterne, Kessler, Goldstein & Fox P.L.L.C....

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